FORD SUPPORT
Bringing Answers Closer to the Surface
In 2019, I was the product designer on this FordLabs project which focused on creating a self-help product on owner.ford.com surfacing key answers to common customer questions only Ford can address.
How might we empower Ford customers in need of help, anytime, anywhere, any way?
Though the Ford Owner site holds a plethora of knowledge, customers’ still experienced frustration and difficulty as the Net Promoter Score plateaud and the number of calls to customer service representatives (CSRs) continued to rise over time. I led the team through the discovery and framing process to identify top priority customer questions and design solutions to address top needs.
9 month FordLabs project
Unearthing the Gaps
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Discovery Interviews
Conducted 40+ discovery interviews to understand top pain points and needs while utilizing Ford support options.
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Usability Testing
Assessed how effectively existing content communicated the necessary information through guerilla usability testing.
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Metrics Analysis
Analyzed existing reports showing site performance metrics and sorted through past user feedback which provided an in-depth analysis of current site usage.
The solution: help.ford.com
By focusing on the most important questions customers were seeking answers to, I was able to design a new self-help guide that surfaced these answers to the top.
This new platform design included an accessible search engine that returned relevant results and a guided question path that showed only the most frequently asked topics. Content findability which was at first an overwhelming experience of duplicative, overlapping, and irrelevant answers became a guide that empowered customers to choose their relevant and intended path to accurate answers, which increased user task success and customer satisfaction rates.
Measuring Success
The help.ford.com page replaced a fragmented and confusing experience with one that offers clear visibility and transparency to the most visited content.
20,000
User Feedback Responses
70%
Increased Net Promoter Score
60%
Increased Task Success Rate